理解網(wǎng)絡(luò)社會(huì)的崛起：社會(huì)網(wǎng)絡(luò)分析的理論與實(shí)踐課件

1、理解網(wǎng)絡(luò)社會(huì)的崛起：社會(huì)網(wǎng)絡(luò)分析的理論與實(shí)踐學(xué)術(shù)中國注：該研習(xí)營演示幻燈片中使用圖片均來自網(wǎng)絡(luò)Note: The pictures in the slides are from the Internet 03 社群與社會(huì)網(wǎng)絡(luò)01 何為社會(huì)網(wǎng)絡(luò)分析02 社會(huì)資本與社會(huì)網(wǎng)絡(luò)04 擴(kuò)散與社會(huì)網(wǎng)絡(luò)05 社會(huì)網(wǎng)絡(luò)的未來第一講復(fù)習(xí)在其論著中率先介紹了Diffusion（擴(kuò)散）概念的是Ferdinand Tnniesmile DurkheimGabriel TardeGeorg SimmelMark Granovetter 的代表作是Diffusion of innovationsTwo-step flow

2、 modelThe strength of weak tiesSmall-world network圖中的網(wǎng)絡(luò)關(guān)系更像是微信朋友圈微博關(guān)注與被關(guān)注支付寶中的支付網(wǎng)絡(luò)線下的朋友網(wǎng)圖中網(wǎng)絡(luò)的密度（density）是1/123/87/151圖中哪些點(diǎn)分別具有最高的Degree centralityBetweenness centralityCloseness centrality Google PageRank應(yīng)用了Betweenness CentralityCloseness CentralityDegree CentralityEigenvector Centralitya - 1b - 2c

3、= a + d指出下面R script的問題第二講 社會(huì)資本與社會(huì)網(wǎng)絡(luò)學(xué)術(shù)中國概念辨析（一）：“社會(huì)資本”主義與社會(huì)資本主義“社會(huì)資本”主義是一種用“社會(huì)資本”（social capital）的相關(guān)理論來審視問題的視角。該視角和意識(shí)形態(tài)以及社會(huì)制度沒有直接關(guān)聯(lián)，因此需要和“社會(huì)資本主義”等易混淆概念相區(qū)分。熊培云 ，2010概念辨析（二）：社會(huì)資本、人力資本、文化資本Social Capital vs Human Capital vs Cultural Capital 社會(huì)資本從本源上講一個(gè)社會(huì)學(xué)概念；人力資本是一個(gè)經(jīng)濟(jì)學(xué)概念；文化資本更多被用在政治經(jīng)濟(jì)學(xué)、文化研究和批判理論中（如Bourdi

4、eu, 1986）人力資本一般指的是人的經(jīng)驗(yàn)、知識(shí)、習(xí)慣和制度對(duì)社會(huì)財(cái)富創(chuàng)造的決定力。文化資本一般指的是知識(shí)、技能、教育等個(gè)人屬性，用以區(qū)別這些無形的屬性讓人們?cè)谏鐣?huì)競(jìng)爭中處于有利地位。Lin (1999), Building a Network Theory of Social Capital, p. 24Nan Lin (林南）Professor of Sociology, Duke University一、理論篇：社會(huì)資本“理論”學(xué)術(shù)中國Is social capital a theory?Theoryis acontemplativeandrationaltype ofabstract

5、or generalizing thinking.Theory vs. Meta-theoryVarious definitions in a wide array of disciplinesThe conceptualization and operationalization issues What is social capital? Social capital is the connections among individuals - social networks and the norms of reciprocity and trustworthiness that ari

6、se from them (Putnam, 2001).Social capital is gained when we invest in social relations with expected returns in the marketplace (Lin, 2001).Social capital is rooted in the structural embeddedness of individuals in their social networks (Burt, 2000). Social Capital as a Social NormThe relationship b

7、etween social capital and neo-liberalism (Coleman, 1990; Putnam, 1993)Social capital and civil societySocial capital and social trustRobert PutnamSocial Capital as a Social ResourceSocial capital and rational choice theory (Coleman, 1988)Social Capital and social support (e.g. Like button)Social cap

8、ital and “Guanxi”(Bian, 2001; 2015)Yanjie Bian邊燕杰Social Capital and Network EmbeddednessStructuration: structure and agency (Gidden, 1977)Actors do not behave or decide as atoms outside a social context, nor do they adhere slavishly to a script written for them by the particular intersection of soci

9、al categories that they happen to occupy. Their attempts at purposive action are instead embedded in concrete, ongoing systems of social relations (Granovetter, 1985). Social Capital and Social NetworksAccording to Williams and Durrance (2008), social capital “theories” can help Explain group behavi

10、orMaintain the fabric of civil societyObtain resourcesSocial Capital and Social MediaOnline and offline (Williams, 2006)Bridging, bonding, and maintained social capital (Ellison et al., 2007)Bridging Social CapitalBridging social capital is the “weak ties”widespread and weaker relationships. Some ha

11、ve many “friends”, others dont; some get many “l(fā)ikes”, others dont. Bonding Social CapitalBonding social capital is the strong ties and natural connections. Families, cliques, churches, etcA, B, C and D are families The internal links are natural ties, the “bonds”. The edges that connect them are “b

12、ridges”. The “bridges” enable bridging social capital. Overtime, bridging social capital can become bonding social capital. Maintained Social CapitalSocial networks change over timeMaintained social capital and life changes (Ellison et al., 2007)Reciprocity 二、概念篇：Structural Holes and Structural Equi

13、valenceStructural Holes (Burt, 1992)學(xué)術(shù)中國Ronald BurtBurt (1992) claims that an individual who acts as a bridge between two unrelated contacts in a social network occupies a structural hole. Structural Holes and RedundancyBurt (1992) states that a structural hole separates two non-redundant contacts.

14、Thus, the two contacts provide network benefits that are more additive than overlapping. Question: Node A and Node B, which one is more likely to get novel information?Ego NetworkEgo is an individual focal node. A network has as many egos as it has nodes. Egos can be persons, groups, organizations,

15、or whole societies.Neighborhood is the collection of ego and all nodes to whom ego has a connection at some path length.Structural holes and weak tiesAccording to weak ties argument, the stronger the tie between two people is, the more likely their contacts will overlap so that they will have common

16、 ties with the same third parties. This implies that bridging ties are a potential source of novel ideas. Therefore, Granovetter argues that strong ties are unlikely to transfer any novel information.While Granovetter claims that whether a contact would serve as a bridge depends on a ties strength, Burt considers the opposite direction of causality.Structu